The BCom Honours in Marketing Management students at the University of Pretoria were tasked with developing a marketing campaign for a rapidly growing South African organisation called Seriously Addictive Mathematics (S.A.M).
S.A.M is a math enrichment programme that uses a multi-award winning mathematics curriculum, based on the world-renowned Singapore Maths system, which provides children with a holistic approach to understanding and applying maths concepts in the real world and assists children to develop their thinking and problem-solving skills to solve challenging problems efficiently. There are more than 160 S.A.M centres in 17 countries.
The aim of the marketing campaign was to increase awareness of S.A.M among parents and children, and to attract prospective trainers and franchisees for S.A.M. The students were challenged to be creative and suggest a realistic and innovative marketing campaign that S.A.M could potentially use to build their brand awareness.
On 3 April 2019, ten student teams presented their recommendations to the S.A.M panel and their lecturer. The S.A.M panel was impressed with the respect that each team showed towards the brand, as well as the enormous effort and enthusiasm for the challenge. The panel listened attentively and critiqued the respective teams and gave informative recommendations that the class could consider for future presentations and in their careers.
Even though all presentations were both insightful and of high quality, there was one team that raised the bar over the rest – the ‘Math Marketeers’ – who ultimately took first prize and won the best overall presentation of the evening. The team members were Stephanie Assis, Belinda Cant, Stephen Classen, Atari Middleton, Andrew van Vuren and Wayne Wilson. Second place was awarded to ‘Just Cos’ (Jonathan Bartlett, Kevin Canada, Jadon McDermott, Tshepang Molemone and Brittni van Zyl), and third place was handed to the ‘Acute Team’ (Charlene Eksteen, Arend Kahlau, Tuscany Kitch, Mahlatse Laka, Brandon Simpson and Amber Tidbury).
The evening was concluded by giving the S.A.M panel a token of appreciation to show our thanks for the opportunity given to the students. One of the students commented: “We gained experience by working with a real company who took the time to listen to our ideas and provide us with insightful feedback. Thank you, S.A.M!”
Winners: Math Marketeers
Front row: Stephanie Assis, Collette Graham (S.A.M), Atari Middleton, Belinda Cant.
Back row: Wayne Wilson, Andrew van Vuren, Stephen Classen.
Second place: Just Cos
Front row: Collette Graham (S.A.M), Kevin Canada.
Back row: Jonathan Bartlett, Brittni van Zyl, Jadon McDermott, Tshepang Molemone.
Third place: Acute Team
Front row: Arend Kahlau, Collette Graham (S.A.M), Brandon Simpson.
Middle row: Amber Tidbury, Tuscany Kitch, Charlene Eksteen.
Back row: Mahlatse Laka.